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Adweek's Instant Reviews of the 2015 Super Bowl Ads

January 31, 2015, 7:06 pm
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It's that time again. Time to gorge on championship football and pricey commercials, not necessarily in that order.

We already know a lot about what to expect from the ads of Super Bowl XLIX. Comedy, tragedy, celebrities, puppies, big spectacles and a few quiet moments. And hopefully something we haven't seen yet will blow us away, too.

On Sunday night, Adweek will bring you real-time reviews of every commercial immediately after it airs. Last year, we did letter grades. This year we're making it even simpler—thumbs up or thumbs down.

Follow us on Twitter at @Adweek and @AdFreak to see the instant reviews there first, as well as our commentary on the evening's events. Then, as the game progresses, you can see every commercial again—and Adweek's reviews of them all—at the links below.

We'll be updating the galleries in real time, keeping up with the pace of the ads.

See all the commercials and our reviews here:

• FIRST QUARTER (link will go live after the quarter begins)
• SECOND QUARTER (link will go live after the quarter begins)
• THIRD QUARTER (link will go live after the quarter begins)
• FOURTH QUARTER (link will go live after the quarter begins)

Thanks for joining us. Enjoy the night!

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Northrop Grumman Will Tease Top-Secret Stealth Bomber With a Super Bowl Ad

February 1, 2015, 12:15 pm
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You can advertise a lot of things on the Super Bowl, from a bag of Doritos to … a next-generation bomber that will cost half a billion dollars per aircraft to build.

Northrop Grumman is working on a design for the latter—it's battling Boeing-Lockheed for defense contract to build the U.S.'s next-gen bomber—and will tease the aircraft on the Super Bowl with the 30-second spot below, a rep for the company confirmed to Adweek.

Breaking Defense, a leading news site on defense, first broke the news Saturday. Running a Super Bowl ad is a first for Northrop, and is believed to be a first for any defense company.

The ad has been on YouTube since Thursday and already has more than 300,000 views. According to Breaking Defense, it begins by showing various famous Northrop aircraft—first the YB-35, then the B-2 bomber, then the X-47B.



Finally, the new mystery plane is shown at the end, shrouded in a giant sheet, as an airman walks toward it and grins slightly. (Breaking Defense says there's a chance the aircraft is the so-called sixth generation fighter for the Air Force and Navy, which Northrop also has design teams working on.)

The bomber program will be enormously expensive. Research and development alone is expected to cost $25 billion. Then, each plane is likely to cost $600 million to build—and the Air Force plans to buy 100 of them. If Northrup gets the contact, the $4.5 million NBC buy will have been a drop in the bucket.

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Totino's Beat Everyone to This Year's Super Bowl by Live-Tweeting It a Day Early

February 1, 2015, 11:00 am
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Brands will gather in their social-media war rooms tonight, still attempting to top Oreo's lightning-in-a-bottle template for real-time Super Bowl marketing. But in a sense, they've already lost. That's because whackadoodle snack brand Totino's Pizza, already well known for its absurd antics, live-tweeted the Super Bowl last night.

At first, many thought it was an accident—that perhaps their tweets auto-published on the wrong day. But it soon became clear that it was a big joke. And behind all the terrible-on-purpose spelling errors and clichéd phrasing was a sophisticated, hilarious, snark-laden mockery of the entire process—showing us just how ridiculous and sometimes phoned-in "real-time" marketing can be.

If every brand and their mother can release their Super Bowl ads ahead of the game, why not fake-leak your (largely pre-planned) game tweets, too?

Take a look below at Totino's rollicking (and at times super weird) take on the state of social media marketing—and how you can exploit the Super Bowl before it even happens.

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10 Tweets That Show How Big a Buzzkill Nationwide Was With Its Morbid Super Bowl Ad

February 1, 2015, 5:49 pm
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Nationwide decided to use one of its two Super Bowl ad slots tonight to highlight the lethal potential of preventable child accidents. The result wasn't exactly festive fare.

Here's a pretty accurate cross-section of Twitter's response, which you probably experienced firsthand when the spot came up during the game's first half.

 

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Jeep's Super Bowl Ad Is Almost a Carbon Copy of a Recent Spot from The North Face

February 1, 2015, 7:03 pm
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It looks like Jeep has pulled more than a few pages from The North Face's playbook for its Super Bowl ad.

The car brand aired "Beautiful Lands" commercial (created by The Richards Group) during the third quarter of the game set to the soundtrack of Woody Guthrie's classic This Land is Your Land. The 90-second ad shows sweeping views of the U.S. to promote the 2015 Jeep Renegade and features songwriter Marc Scibilia to sing the American-themed song.

But, there's one glaring problem with the ad: It's more or less the exact same ad The North Face created late last year. In addition to sharing the same soundtrack, the ads are nearly identical in length with the same message. (check out both below)

Here's Jeep's ad:

And here is the North Face spot:

The North Face's ad last year was fairly popular, even landing a spot on Adweek's top ten branded video chart in December after being uploaded in October.

Fiat-owned Jeep was late to publicly announce that it would run a Super Bowl spot last week.

Check out some of the tweets about Jeep's ad below.

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Anheuser-Busch's Twitter Ads Target Super Bowl Chatter About Other Brands

February 1, 2015, 9:34 pm
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Even though both shelled out big bucks for a TV spot in this year's Super Bowl, it shouldn't come as a surprise that Anheuser-Busch has a little bit more money to work with than smaller advertisers. After all, the brewer did have four social media war rooms stationed around the country tonight.

It appears that Budweiser was particularly aggressive in paid social for both Budweiser and Bud Light during the event. The brand bought Promoted Tweets against keywords from some of this year's smaller Big Game brands, including Newcastle, Loctite and Mophie.

At one point later in the game, Loctite was trending on Twitter, which may have caused A-Bev's social team to act quickly and buy promos against the "Loctite" search term. Once the glue maker realized what was happening, it sent out a tweet warning Budweiser to back off of its social turf.

The brand has also taken aim at competitors' Miller Lite and Coors Light. At about 10 p.m., searching for Coors Light bore a Promoted Tweet from Bud Light at the top of search results (see below example). 

So it looks like all's fair in love and Super Bowl marketing, especially when you have Anheuser-Busch's war chest to work with.

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Which Brands Proved Their Social Skills on Twitter During Last Night's Super Bowl?

February 2, 2015, 6:43 am
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Without an equivalent of 2013's crazy Super Bowl blackout that sparked Oreo's iconic "dunk in the dark," last night's game was more about consistent creativity than unforgettable moments.

But that's not to say it was a dry night. New England defeated Seattle 28-24 in a thrilling, down-to-the-wire contest, and plenty of marketers either displayed strong real-time marketing chops or gained retweetable traction by posting at opportune times.

Some brands built social buzz in a positive way (Doritos and McDonald's), other mentions came at the brand's expense (Nationwide), and yet more moments—good and bad, mind you—arrived with little effort from the marketer at all (Esurance and Reebok). 

Let's start off with the more inspiring kinds of real-time concoctions.

When New England's Malcolm Butler picked off a pass by Russell Wilson at the goal line to win the game for the Patriots, Cheerios' real-time practitioners were equally as clutch. 

Skittles, which has long been known to be very active on social, added a subtle multimedia twist to its tweet after Seattle's Marshawn Lynch scored a touchdown to give the ill-fated Seahawks a 24-14 lead.

A tip of the cap goes to Denny's, which made light about the multiple-player scrum that took place right before the end of Super Bowl XLIX. 

Audi played off its Big Game spot beautifully here, though its coy stick figure shrug might have been what really got the retweets going.

Loctite, a glue marketer and first time Big Game player, called out a traditional Super Bowl advertiser that was buying a ton of Promoted Tweets, essentially stealing other brands' thunder.

There were also more fun brand-on-brand instances from names like Lenovo, Charmin, Coke and Doritos. All in all, there were more brands tweeting at one another than in any Big Game to date.

In another example, Doritos is referencing spots by Budweiser (puppies) and Nissan (dads) with this tweet.

And McDonald's tweeted at almost every Super Bowl advertiser in a constant stream of positive messaging that shared the spotlight with other brands.

The way pop culture players mesh with marketers on Twitter is part of what makes the Super Bowl a kick. Here, the Harry Potter character Professor Snape had a pretty good bit of inspiration from Esurance's Big Game spot.

Additionally, actor James Franco gave Reebok's spot a nice push.

Procter & Gamble's #LikeAGirl TV commercial for Always was well supported on Twitter, seeing a healthy response in retweets.

And then JetBlue did a great job picking up on Always' hashtag, while Puffs and McDonald's also chimed in. Indeed, the brand-on-brand stuff just kept on coming last night.

Lastly, pet-themed e-commerce player BarkBox had a couple humorous/topical tweets worth noting.

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Nationwide Defends the Super Bowl Commercial That Bummed Out America

February 2, 2015, 12:33 pm
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Nationwide's morbid ad narrated by a dead child generated enormous and immediate backlash during the Big Game, so much so that the company issued a statement explaining why it wanted to air the depressing spot. 

"Preventable injuries around the home are the leading cause of childhood deaths in America," the company said in a statement. "Most people don't know that. Nationwide ran an ad during the Super Bowl that started a fierce conversation. The sole purpose of this message was to start a conversation, not sell insurance. We want to build awareness of an issue that is near and dear to all of us—the safety and wellbeing of our children. We knew the ad would spur a variety of reactions." 

The company added that thousands of people visited its new website, MakeSafeHappen.com, which is meant to educate parents and caregivers on how to make their homes safer and avoid a potential injury or death.

"While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere," the company said.  

Nationwide officials could not be reached for further comment. 

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Monster Created a Masterpiece of Twitter Trolling With This Brilliant Super Bowl Post

February 2, 2015, 8:14 am
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Faking out your followers on Twitter is quickly becoming a tired tactic for attention, but Monster still deserves a round of applause for its Super Bowl social stunt.

BBDO New York worked with the job listing site (which wasn't a Super Bowl advertiser this time around) to create a tweet celebrating the Seattle Seahawks' victory. The problem, of course, was that the New England Patriots won the game 28-24 thanks to a last-second interception.

As you can see above, most Twitter users saw a cropped version of the congratulatory image. But clicking through to the full image revealed the punch line at the bottom:

In addition to sparking more than 4,000 retweets and 2,400 favorites, the stunt increased discussion of Monster by more than 1,500 percent compared to the average day, BBDO says. 

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This Bizarrely Bleak Super Bowl Ad About Heroin Was Even Darker Than Nationwide's

February 2, 2015, 8:46 am
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For most viewers, Nationwide's Super Bowl spot was likely the most depressing of the night, but St. Louis residents were treated to a regional ad that might just have it beat.

The 60-second PSA by the Missouri-based National Council on Alcoholism & Drug Abuse features a clashing juxtaposition between a perky, bouyant song narrating a tale of drug abuse with ironic lyrics "That's how ... how you got addicted to heroin!"—and, well, a dramatic scene showing an addicted teen and his mother. It's promoting Ncada's program for families who suspect a loved one is battling addiction. 

"The stark contrast in tone between the upsetting images and the almost lighthearted music is an intentional choice that reflects the stark contrasts of these real-life situations," states the video's YouTube summary. "In using the tools of drama to convey this crucial truth in a 60-second spot, we created a parallel disconnection between the visual story we see on screen and the musical story we hear. It is disturbing. It is jarring. It is painful to watch. And we must pay attention to it."

Yes. It's all those things. Jeez. 

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Ad of the Day: Here's a Closer Look at Loctite's Weird, Wonderful Super Bowl Campaign

February 2, 2015, 9:15 am
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Loctite and its agency, Fallon, are the New England Patriots of this year's Super Bowl advertising, scoring late in the game to seal victory.

Their fourth-quarter play, "Positive Feelings," is part of the brand's "Win at Glue" campaign, which broke eight months ago. In this 30-second ad, average folks bust the moves, furiously shaking their red Loctite-branded fanny packs—reaching inside for tubes of the product to fix broken eyeglasses and a weirdly winking unicorn brooch—without missing a beat. (Some of the dancers also appear in quickie fun clips on the brand's YouTube channel.)



"If you have something that breaks, that feels like a fail, and then when you contemplate your ability to repair this beloved or useful thing, you don't feel great because you don't feel like you have the competence to repair the thing," Fallon creative chief Jeff Kling tells CoCreate."We knew that if we could shift that and make people feel good, we'd get somewhere."

The frenetic approach by directors Tim & Eric (aka, Tim Heideker and Eric Wareheim) lets the oddness explode with full dance-floor fury. Yet the humor doesn't feel forced, and the message is squarely on brand. After all, what average Jane or Joe wouldn't furiously boogie—badly but blissfully—after mending a prized possession?

At the spot's close, when one nerdy couple claims "Loctite saved our marriage," it struck a chord with me. I've accidentally broken a few of my wife's things through the years—a vase, a Mikasa plate—and I can confirm that each chip and crack brings us closer to divorce court.

Reactions to the Super Bowl salvo have been largely positive. It made Adweek's top five spots of the game, and VH1 even crowned it "the greatest" of 2015.

Bravo, Loctite. The bonding has begun!





CREDITS
Client: Loctite

Agency: Fallon Worldwide
Chief Creative Officer: Jeff Kling
Creative Director: Jason Bottenus
Art Director: Jonathan Moehnke
Copywriter: Bo MacDonald
Director of Production: Andrew Koningen
Account Director: Adam Craw
Director of Account Management: Chris Lawrence
Planning Director: Julianna Simon

Production Company: Prettybird
Directors: Tim & Eric
Director of Photography: Andrew Wheeler
Production Designer:  Melanie Mandle
Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Line Producer: Hillary Calhoun

Editorial: NO6
Editor: Kyle Brown
Executive Producer: Crissy DeSimone
Senior Producer: Kendra Desai

VFX / Color / Finishing: The Mill LA
Senior Executive Producer: Sue Troyan
Executive Producer: Jo Arghiris
Executive Telecine Producer: Thatcher Peterson
Producer: Kiana Bicoy
Telecine Producers: Natalie Westerfield and Antonio Hardy
Production Coordinator: Jillian Lynes
Telecine Production Coordinator: Diane Valera
Colorist: Adam Scott
Lead 2D Artist: Scott Johnson
2D Artists: Adam Lambert, Steve Cokonis, Jale Parsons

Music: tonefarmer
Composer (TV): Jimmy Harned
Composers (online): Jimmy Harned + Sam Skarstad
Executive Producer: Liz Higgins

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How a Room Full of Teen Girls Reacted to This Year's Super Bowl Ads

February 2, 2015, 9:37 am
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There are plenty of opinions circulating today on who had the best and worst Super Bowl ads, but one group you likely haven't heard from is the teen girl demographic. 

As part of its ongoing push for ads that empower women, SheKnows decided to ask a group of young women what they thought of several national and regional spots that aired during the Big Game.

The resulting highlight video shows a range of well-articulated responses to T-Mobile's #KimsDataStash, Always' Like a Girl, NFL's No More PSA, Dove Men+Care's Real Strength and Carl's Jr.'s All Natural.

The clip is the first of a new web series exploring how young women react to advertising. While the girls were very receptive to Always and Dove's commercials, they were more skeptical about NFL's anti-domestic violence PSA. One teen pointed out that the league should be more focused on firing perpetrators of violence against women than just creating ads about the topic. Also, as you might expect, they weren't so pumped about Carl's Jr.'s nearly nude ad. 

"It's 2015. Are you seriously still doing that kind of stuff?" one girl asked.

The girls featured in the web series are part of SheKnows' Hatch program, a media literacy initiative that works with female tweens and teens. The online publication hopes to continue this type of ad analysis as a monthly series around events like the Oscars or Spring Break, as well as other forms of advertising like digital ads and out-of-home installations.

"They are very impacted by images of women and girls and things that catch people's attention to perpetuate stereotypes and microaggressions," SheKnows chief revenue officer Samantha Skey said.

Skey said SheKnows decided to focus on ads because they took up a significant part of the airwaves, and are often targeted to adults. While the series is unsponsored right now, it is open to a brand partnership. For example, Hatch previously worked with Unilever during Unilever Project Sunlight, which was focused on ending world hunger.

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Lexus' Super Bowl Ad Boosted Kelley Blue Book Searches for One Car by 1,800%

February 2, 2015, 9:58 am
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Lexus, which last night advertised its RC 350 during Super Bowl XLIX's third quarter, saw searches on Kelley Blue Book's website skyrocket by 1,820 percent for that model. While we gave the car brand a thumbs-down review, the 30-second spot proved effective at creating a big spurt of lead generation at KBB.com, where consumers can request dealer quotes.

It turned out to be a good night for luxury models. BMW (1,131 percent hike) and Mercedes-Benz (950 percent) were on Lexus' heels, seeing big gains for Blue Book search queries.

When it came to general brand searches—such as Jeep or Chevrolet, as opposed to specific models—Kia drew the biggest jump at 68 percent. Curiously, Lexus' brand overall didn't fare well in this statistical category, coming in with a 6 percent lift. The Japanese automotive company also advertised the NX, which got a 48 percent spike in searches.

With Lexus' model-specific triumphs in mind, what gives?

"Its ads were both very model-centric, which were right in tune with the Super Bowl audience," said Jack Nerad, an executive markets analyst at Kelley Blue Book.

Nerad noted that the brand's spots struck a chord with male consumers, who queried model-specific searches. "Lexus' ads were pretty masculine," he said. "[But] they didn't extend to the Lexus brand."

Check out automotive advertisers' results from last night, per Kelley Blue Book's search data.

Percent Increase of KBB.com Searches for Big Game Advertised Models

Model Percent
Lexus RC 350 1,820%
BMW i3 1,131%
Merceds-Benz AMG GT 950%
Jeep Renegade 500%
Chevrolet Colorado 370%
Nissan Maxima 229%
Kia Sorento 225%
Fiat 500X 113%
Dodge Challenger 106%
Lexus NX 48%
Toyata Camry20%

Percent Increase of KBB.com Searches for Big Game Advertised Brands

Brand Percent
Kia 68%
Dodge 62%
Fiat 52%
Nissan 45%
Jeep 43%
Mercedes-Benz 35%
BMW 32%
Chevrolet 32%
Toyota 16%
Lexus 6%

 

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Georgia Lawyer Storms the Super Bowl Again With Another Completely Insane Local Ad

February 2, 2015, 12:33 pm
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Savannah, Ga., lawyer Jamie Casino had a big hit last year when he ran this absurdly badass local Super Bowl ad—an epic two-minute tale of crime, death and retribution that got more than 5 million YouTube views.

Casino, of course, had to return for an encore. And you can see it below.

There are so many questions. (For one, why is this two-minute Super Bowl ad three-and-a-half minutes long?) Plotwise, the damn thing is barely coherent, unlike last year's spot, which was ludicrous but at least easy to follow.

This time, we have Casino talking about all the personal bullies he's encountered in life and how he overcame them—childhood tormenters, cancer, his younger brother's murder and local strong-arm government in Savannah. Casino is heard cross-examining a character, "Injustice," who symbolizes the broken Savannah city leadership. "Bullying is bad. Silence is worse," says the line at the end.

We can't wait for next year's ad, when Casino fully transforms into Batman.

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Which Ads Won the Super Bowl? Here Are 11 Different Ways to Rank Them

February 2, 2015, 10:54 am
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Going into the Super Bowl, some observers thought Budweiser was foolish to reprise its Clydesdale and puppy story from last year. After all, how do you top, "Puppy Love," the most shared ad on Facebook ever?

Well, Bud and lead agency Anomaly certainly got the last laugh.

This year's installment, "Lost Dog," took top honors among several media outlets and ad graders, including the USA Today Ad Meter, Hulu, the Denver Post and Shift Communications' tally of online ad sharing. At the same time, the 60-second ad has generated more than 21 mllion views on YouTube since it was posted Jan. 28.

Fast food, female empowerment and snacks also score highly, based on a dozen lists of the top ads this year. The McDonald's "Pay With Lovin'" ad from Leo Burnett was tops with the Kellogg Super Bowl Ad Review and Ace Metrix, and Always' "Like a Girl," also from Leo Burnett, was No. 1 with Adweek and TechCrunch, which measured social buzz.

Other highly rated spots included BBDO's "The Brady Bunch" for Snickers (No. 2 with Adweek, Hulu, Billboard and Shift Communications, which tallied the most shared ads) and GSD&M's "First Draft Ever" for Avocados From Mexico (No. 1 with General Sentiment, for most positive conversation online; No. 2 with TechCrunch; and No. 3 with the Denver Post). BMW also scored highly with "Newfangled Idea" from Kirshenbaum Bond Senecal + Partners, which was No. 2 with the Denver Post, No. 4 with Billboard and the second most shared ad on Twitter, according to Shift Communications.

There are so many awards, to paraphrase Alvy Singer in Annie Hall. But here's a look at 11 of the most notable rankings:

USA Today Ad Meter

1. Budweiser: "Lost Dog"
2. Always: "Like a Girl"
3. Fiat: "Blue Pill"
4. Microsoft: "Braylon O'Neill"
5. Doritos: "Middle Seat"

Hulu: Toyota AdZone
(Rated by user votes)

1. Budweiser: "Lost Dog"
2. Snickers: "The Brady Bunch"
3. Clash of Clans: "Revenge"
4. Fiat: "Blue Pill"
5. Toyota: "My Bold Dad"

Shift Communications
(Rated by most shared on social networks)

Across all networks:
1. Budweiser: "Lost Dog"
2. Snickers: "The Brady Bunch"
3. Carl's Jr.: "All-Natural"

Facebook:
1. Budweiser: "Lost Dog"
2. Snickers: "The Brady Bunch"
3. Carl's Jr.: "All-Natural"

Twitter:
1. Budweiser: "Lost Dog"
2. BMW: "Newfangled Idea"
3. Nationwide: "Make Safe Happen"

LinkedIn:
1. Budweiser: "Lost Dog"
2. Bud Light: "Coin"
3. BMW: "Newfangled Idea"

Google+:
1. T-Mobile: "#KimsDataStash"
2. Budweiser: "Lost Dog"
3. Carl's Jr.: "All-Natural"

Kellogg Super Bowl Ad Review
(Spots graded with an A)

McDonald's: "Pay With Lovin'"
Budweiser: "Lost Dog"
Always: "Like a Girl"
Coca-Cola: "#MakeItHappy"
Clash of Clans: "Revenge"
Fiat: "Blue Pill"

Ace Metrix
(Rated by viewer sentiment)

1. McDonald's: "Pay With Lovin'"
2. Budweiser: "Lost Dog"
3. Coca-Cola: "#MakeItHappy"
4. Snickers: "The Brady Bunch"
5. Mercedes-Benz: "Fable"

Adweek
(Selected by creative editor Tim Nudd)

1. Always: "Like a Girl"
2. Snickers: "The Brady Bunch"
3. Loctite: "Positive Feelings"
4. Kia: "The Perfect Getaway"
5. Clash of Clans: "Revenge"

Adobe Social
(Rated by most social buzz)

1. Always: "Like a Girl"
2. Avocados From Mexico: "First Draft Ever"
3. Dove Men + Care: "#RealStrength"
4. Esurance: "Sorta Mom"
5. Clash of Clans: "Revenge"

Billboard

1. Clash of Clans: "Revenge"
2. Snickers: "The Brady Bunch"
3. Budweiser: "Lost Dog"
4. BMW: "Newfangled Idea"
5. Esurance: "Say My Name"

General Sentiment
(Rated by most positive conversation online)

1. Avocados From Mexico: "First Draft Ever"
2. Victoria's Secret 
3. Weight Watchers: "All You Can Eat"
4. Wix.com: "#ItsThatEasy"
5. Coca-Cola: "#MakeItHappy"

Kelley Blue Book

Biggest increase in brand searches on kbb.com:
1. Kia
2. Dodge
3. Fiat
4. Nissan
5. Jeep

Biggest increase in model searches on kbb.com:
1. Lexus RC 350
2. BMW i3
3. Merceds-Benz AMG GT
4. Jeep Renegade
5. Chevrolet Colorado

Moviefone
(Best movie trailers)

1. Tomorrowland
2. Jurassic World
3. Furious7
4. Terminator Genisys
5. Pitch Perfect 2

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Lots of Super Bowl Ads Had Puppies or Dads. Only Doritos Did One With Puppy Dads

February 2, 2015, 12:33 pm
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If you watched this year's Super Bowl ads, you noticed two prevailing themes: cute puppies and awesome dads. Capitalizing on this trend, Doritos decided to combine the concepts in an online Super Bowl spot on Sunday—by reuniting a delightful French bulldog named Doritos with his even more adorable puppy, Nacho.

Now, watching dads heartwarmingly reunite with their sons usually brings a tear to the viewer's eye. But here it's a little different. This one is decidedly less poignant, unless you get choked up by butt sniffing and farting.



The clip was one of several that the snack food brand produced in response to different Super Bowl spots, including Victoria's Secret and Nationwide. See those spots below. 

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Adweek's 2015 Super Bowl Supercut: See All the Ads in 2 Minutes

February 2, 2015, 12:04 pm
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As the dust has finally begun to settle on the spectacle that was Super Bowl XLIX, we're getting a little teary-eyed—either from reminiscing about the night that was, or because of all the depressing ads.

But since we love this stuff, here's a way to relive it once again: We've smashed all the commercials together into one two-minute video—our annual Super Bowl supercut. 

Take a look above and see if you can spot all your favorites. Then check out our picks for the best and worst ads of the game, as well as our instant reviews of every ad that ran. 

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What Kind of Super Bowl Ads Generated the Most Online Buzz?

February 2, 2015, 12:17 pm
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Now that the advertising industry has dissected which Super Bowl brands nailed and failed TV creative last night, it is probably a good time to take a look at how the Big Game ads stacked up online.

Omnicom-owned Annalect and Optimum Sports measured the total number of online engagements for each of the 71 national ads that ran last night. The findings were assembled with crowdsourcing, creating a score that considers all public information about an online ad's performance—including views, clicks, "likes" and shares on various platforms.

"Over the past few years, digital platforms have enabled expansion of the engagement opportunity to include the weeks leading up to the game," said Jeremy Carey, managing director of Optimum Sports. "Now we can harvest insights regarding the creative that have value far beyond a single event."  

One of the main things Omnicom's data shows is how logos impact digital engagement. Sixty-five percent of ads showed a logo three times or fewer, which led to the highest levels of online engagement. Such brands included Snickers, Esurance, Always, Sprint and TurboTax. On the other hand, Logo-heavy ads did not score as well.

Here are some key points in Omnicom's Super Bowl research:
• People saw hashtags in half of Super Bowl commercials, but didn't notice as many calls to action to follow a brand's social media accounts. Always' "Like A Girl" ad generated 920 million engagements, followed by Budweiser's "Lost Dog" spot with 177 million engagements. Both used hashtag campaigns.
• Ten percent of ads were tied to a patriotic message. Carnival, Microsoft and Jeep all leaned on the theme, but Twitter users complained that Jeep's campaign mirrored a campaign from The North Face.
• Snickers, Clash of Clans, Kia and Esurance all leaned on celebrities in their TV ads. In terms of celebrities who racked up the most social buzz, Clash of Clans' Kate Upton pulled in 37 million engagements. The second most popular ad packed with celebs was Snickers' spot with Danny Trejo and Steve Buscemi—which generated 26 million engagements.
• But interestingly, those celebs don't directly correlate to online success. The average engagement for spots without stars (which included Bud Light, Budweiser and Always) generated engagement six times higher than ads with high-profile actors.
• Twenty percent of this year's ads included a sports or lifestyle theme. Standouts in the category included P&G's "Like A Girl" campaign from Always and Mercedes Benz's "Fable" spot.
 

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Here Is Why Twitter Still Beats Facebook for Super Bowl Brands

February 2, 2015, 9:02 am
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So who won the Facebook-Twitter Bowl? Last night's game attracted a record number of viewers and became the most tweeted Super Bowl. It also was the most active on Facebook, where 65 million people "joined the conversation," according to the social network.

The Big Game has become a real-time battleground for both social media companies as they try to gain an edge with marketers. Twitter already is the classic choice for brands looking to interject themselves into live conversations. One social data firm actually claimed that despite its smaller user base, Twitter was the place for the most talk about the ads. Super Bowl ads were mentioned 1.5 million times on Twitter on Sunday versus 360,000 times on Facebook, according to Engagor.

Twitter appears to still be the place for live social media commentary, especially for brands that have to pay to get the most out of their Facebook activity. However, Facebook has made major efforts to capture the discussion, introducing trending topics (much like Twitter) and creating a Super Bowl hub for game chatter. Last night placed the two platforms head-to-head in a way that shows the benefits and drawbacks of both. In some areas, Twitter dominates, and Facebook controls others.

It is tough to compare the two because marketers measure engagement differently on each, but here are several stats from Facebook and Twitter that help shed light on where the Super Bowl talk was greatest (mind you, Facebook has almost 1.4 billion users to Twitter's almost 290 million). And below is a graphic from Engagor, breaking down the social media Super Bowl ad conversation:

  • There were 265 million posts, comments and likes related to the Super Bowl on Facebook, the company said.
  • Update: There were 36 million tweets related to the Super Bowl, up from about 25 million last year, and they recieved 2.5 billion impressions, according to Twitter.
  • The conversation was most active on both platforms at the end of the game when New England sealed the victory with a last-second interception. Facebook said 1.36 million people per minute were discussing the Patriots' win by the end of the game. Twitter calculated 395,000 tweets per minute on the interception.
  • Katy Perry's halftime show generated 3 million tweets. Meanwhile, Facebook said more than 1 million people per minute discussed the performance in real time.
  • Half the ads in the Super Bowl featured hashtags, while Facebook was mentioned four times.
  • The top three moments on Facebook were the Pats win, the halftime show and Seattle's third-quarter touchdown by Doug Baldwin.
  • Twitter's top three moments were the final interception, the subsequent Pats victory and the end of the halftime show. 
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Wix.com's Super Bowl Spot Captured a Ton of Late-Game Buzz

February 2, 2015, 2:56 pm
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Wix.com's Big Game commercial got positive reviews Sunday night, but the website-design company also benefited greatly from the dramatic, late-game developments of the New England-Seattle contest, according to 4C's data.

The social marketing company analyzed stats from Twitter as the Super Bowl transpired, time-stamping Big Game advertisers' tweet-based chatter levels when their spots aired. Wix.com beat all other brands with its ad—the second-to-last promo in the game—that ran at 10 p.m. ET, which was at the juncture when it looked like the ill-fated Seahawks were marching downfield to win the game.

In addition to Wix.com, per 4C's numbers, Microsoft and Always fared extremely well.

Check out 4C's findings in this infographic, which examines brand engagement during six points in the game. It also offers general social activity around the Super Bowl in the first and third graphics.

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